SP—120 / Finance & fintech · Awareness campaign
SMALL SUM
A creative direction for an everyday spending journal.
Concept projectAn independent creative concept for a fictional brand, not commissioned client work.
The hypothetical brief
Develop SMALL SUM, a fictional concept for an everyday spending journal. Dense explanations and glossy promises can undermine understanding and confidence. The assignment is to make the proposition distinctive across a campaign poster, a social composition, a motion storyboard and a contextual application.
Who it’s for
People trying to understand a financial product, its terms and its practical purpose.
The strategic idea
“LITTLE DETAILS. CLEARER DECISIONS.” is the central creative thought. Open with an occasion the audience recognises and give it a memorable new visual expression. Put clarity before persuasion. Explain the task and material conditions using illustrative examples without claims of guaranteed financial benefit.
The creative direction
An original steps-inspired graphic, assertive typography and a #0047FF colour field create the visual language for SMALL SUM. The four compositions change scale, pacing and framing while retaining the same signature.
This exploration demonstrates creative thinking and craft. It has not run as a live campaign, so no commercial results are claimed.
YOUR BRAND.
A FRESH ANGLE.
Let’s build something grounded in your audience, your offer and your next move.
Talk about your project